«Counterfeiting grows but the younger generations are much more sensitive to the topic and things will change»

«Counterfeiting increases, but by working on public opinion and on children, we are seeing important signs of change». To summarize the situation is Franco Baccani, president of the Committee of the Florence Chamber of Commerce Fight Against Counterfeiting.

President what is the situation?

«We went from an estimated turnover of 5 billion euros to 6 billion for counterfeiting in Italy. A substantial increase that develops considerably online, especially in areas such as fashion and food but also, new phenomenon, with pharmaceuticals». 

What can be done to counteract it?

«As an Observatory, our focus is on young people, through training and information. This year we activated the project “Destroy the Fake”, a board game for elementary schools, with a kind of Olympics of counterfeiting. The result was exceptional: the children showed great participation and sensibility».

Do you think this will change the way they shop?

«There is a new focus on children, especially on environmental issues. Counterfeiting is also synonymous with non-certified materials, unsafe products, problems with disposal and pollution, and young people know this well».

How is the leather district going?

«The phase is not negative, but it is complex, as it is inevitable in a moment of transition from being an artisan to industrial district. There is no major coordination between companies and training: the latter cannot be left to private individuals and to corporate schools, but must remain a heritage of the territory».